Reflecting back on a past year while at the cusp of a new one often feels like dwelling on what didn’t work. 2023 has been, without a doubt, peppered with concerns: the remnants of a pandemic, an unstable economy and geopolitical crises. And yet, adaptability and resilience are what keep the marketing sector, and society, going.
As the world steadily continued to find its footing post-pandemic, marketing strategies evolved to embrace a landscape where digital connectivity increasingly reigns supreme. Brands honed their focus on authenticity, generating messaging that resonates with consumers amidst a sea of content fighting for their time and attention. Purpose-driven marketing went beyond buzzword status, becoming an integral part of company identity. Hybrid office approaches, combining online and offline experiences, have become the norm. Data-driven insights gained even more importance, empowering marketers to craft targeted, relevant campaigns while navigating privacy concerns. Amidst all of this, creativity remained the vehicle.
And so, as 2023 draws to a close, the prevailing sentiment is that of cautious optimism. Let’s embrace the potential of the new year.
Below are the top 10 most-read stories from our archives of 2023, highlighting the themes that resonated with you, our reader.
1.What Kit and Ace’s new owners have planned for the brand
CEO David Lui is advocating for marketing and storytelling to have a major seat at the table in developing the brand’s corporate strategy.
2.Why TD Bank was ranked Canada’s most valuable brand
Former CMO Betsey Chung explains how she spent the last year ‘agitating’ her teams.
3.Tim Hortons brings its CSR under a unified platform
The QSR wants customers to have a cohesive view of its sustainability, diversity and food efforts.
4.View from the C-Suite: Wendy’s CMO talks strategy behind ‘French toast guy’
The QSR’s latest breakfast launch was met with confusion…but that helped it go viral.
5.View from the C-Suite: Meridian’s purpose for data
Matthew Seagrim has big plans for the credit union to embrace analytics in its transformation.
6. Maple Leaf Foods’ little and big changes for sustainability
The brand urges consumers to do their part, but it has also taken matters into its own hands.
7. How influencer marketing is evolving
Content creators are banding together, finding new revenue streams and upping their tech game.
8. View from the C-Suite: Unilever on making women’s health shame-free
Leslie Golts, the company’s head of beauty and health marketing, wants to see industry-wide progress.
9. Are marketers embracing AI?
Experimentation is happening at the mid-level, often without a clear strategic mandate.
10. How Indigenous tourism can provide a pathway toward reconciliation
But to reach its potential, the emerging business needs more stable investment from like-minded brand partners, says Sébastien Desnoyers-Picard is the VP of Indigenous Tourism Association of Canada.
